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PART III: INTERNAL INFLUENCES
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CHAPTER
10
MOTIVATION,PERSONALITY,AND EMOTION
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Consumer Behavior In The News
Promoting a car that doesnt exist?
Thats right!
Audi created an ad for the RSQ, a futuristic car
featured in the movie I, Robot.
What possessed Audi to do this?
Source: J. Halliday, Audi effort features nonexistent vehicle,Advertising Age, May 17, 2004, p. 152.10-3
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Consumer Behavior In The News
Promoting a car that doesnt exist?
What possessed Audi to do this?
In a word PERSONALITY!
Audi execs feel it speaks to Audis core
strengths including:
cool styling, sophistication, sportiness
Source: J. Halliday, Audi effort features nonexistent vehicle,Advertising Age, May 17, 2004, p. 152.10-4
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The Nature of Motivation
Motivationis the reason for behavior.
A motiveis a construct representing an unobservable inner
force that stimulates and compels a behavioral responseand provides specific direction to that response.
There are numerous theories of
motivation, and many of themoffer useful insights for themarketing manager.
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The Nature of Motivation
Two useful motivation theories:
1. Maslows Hierarchy of Needs
A macro theory designed to account for most humanbehavior in general terms.
2. McGuires Psychological Motives
A fairly detailed set of motives used to account for
specific aspects of consumer behavior.
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Nature of Motivation
1. Cognitive Preservation Motives
Need for Consistency (active, internal)
Need for Attribution (active, external)Attribution Theory
Need to Categorize (passive, internal)
Need for Objectification (passive, external)
McGuires Psychological Motives
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Nature of Motivation
2. Cognitive Growth Motives
Need for Autonomy (active, internal)
Need for Stimulation (active, external)
Teleological Need (passive, internal)
Utilitarian Need (passive, external)
McGuires Psychological Motives
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Nature of Motivation
4. Affective Growth Motives
Need for Assertion (active, internal)
Need for Affiliation (active, external)
Need for Identification (passive, internal)
Need for Modeling (passive, external)
McGuires Psychological Motives
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Motivation Theory and Marketing Strategy
Latent and Manifest Motives in a Purchase Situation
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Motivation Theory and Marketing Strategy
1. Adventure Shopping
2. Social Shopping
3. Gratification Shopping
4. Idea Shopping
5. Role Shopping
6. Value Shopping
Hedonic Shopping Motives
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Motivation Theory and Marketing Strategy
Three types of motivational conflict:
1. Approach-Approach Motivational Conflict
A choice between two attractive alternatives
2. Approach-Avoidance Motivational Conflict
A choice with both positive and negative consequences
3. Avoidance-Avoidance Motivational Conflict
A choice involving only undesirable outcomes
Marketing Strategies Based on Motivation Conflict
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Motivation Theory and Marketing Strategy
A Regulatory Focus Approach to Motivation
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Personality
Personalityis an individualscharacteristic response tendenciesacross similar situations.
While motivationsare theenergizing and directing force thatmakes consumer behaviorpurposeful and goal directed, thepersonalityof the consumer guidesand directs the behavior chosen toaccomplish goals in differentsituations.
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Personality
1. Multitrait Approach
The Five-Factor Modelis the most commonly used bymarketers and identifies five basic traits that are formed
by genetics and early learning.
2. Single Trait Approach
Consumer Ethnocentrism
Need for Cognition Consumers Need for Uniqueness
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Personality
The Five-Factor Model of Personality
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Personality
Examples of Single-Trait Theories
Vanity Trait
Anxiety
Locus of
Control
Sensation
Seeking
CompulsiveBuying Materialism AffectIntensity
Self-
Monitoring
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Personality
Three additional traits:
1. Consumer Ethnocentrism Reflects an individual difference in consumers
propensity to be biased against the purchase of foreign
products.2. Need for Cognition (NFC)
Reflects an individual difference in consumers
propensity to engage in and enjoy thinking.
3. Consumers Need for Uniqueness Reflects an individual difference in consumerspropensity to pursue differentness relative to othersthrough the acquisition, utilization, and disposition ofconsumer goods.
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The Use of Personality in MarketingPractice
Other times,consumers use
products to bolsteran area of theirpersonality wherethey feel weak.
Sometimes
consumers chooseproducts that fittheir personality.
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Brand imageis what people think of and feelwhen they hear or see a brand name.
Brand personalityis a set of humancharacteristics that become associated with abrand and are a particular type of image that
some brands acquire.
The Use of Personality in MarketingPractice
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The Use of Personality in marketingPractice
Dimensions of Brand Personality
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The Use of Personality in MarketingPractice
Three important advertising tactics:
1. Celebrity Endorsers
2. User Imagery
3. Executional Factors
Communicating Brand Personality
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Emotion
Emotionis the identifiable specific feeling, and affect isthe liking/disliking aspect of the specific feeling.
Emotionsare strong, relatively uncontrolled feelings that
affect behavior.
They are strongly linked to needs, motivation, andpersonality.
Unmet needs create motivation which is related tothe arousal component of emotion.
Personality also plays a role, e.g., some people aremore emotional than others, a consumer trait referred
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Emotion
Nature of Emotions
Source: Adapted with permission from M. B. Holbrook and R. Batra, Assessing the Role of Emotions on Consumer Response to Advertising, Journal of Consumer Research,December 1987, pp. 404-20. Copyright 1987 by the University of Chicago. 10-26
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Emotion
Pleasure
Arousal
Dominance
Dimensions of Emotion
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Emotions and Marketing Strategy
Emotion Arousal as a Product Benefit
Consumers actively seek products whose primary orsecondary benefit is emotion arousal.
Emotion Reduction as a Product Benefit
Marketers design or position many products to preventor reduce the arousal of unpleasant emotions.
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Emotions and Marketing Strategy
Consumer Coping in Product and Service Encounters
Active coping
Expressive support seeking
Avoidance
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Emotions and Marketing Strategy
Emotion in Advertising
Emotional content in ads can enhance attention,attraction, and maintenance capabilities.
Emotional messages may be processed morethoroughly due to their enhanced level of arousal.
Emotional ads may enhance liking of the ad itself.
Repeated exposure to positive-emotion-eliciting adsmay increase brand preference through classicalconditioning.
Emotion may operate via high-involvement processesespecially if emotion is decision relevant.